Competitive Landscape
Lg H&H Leads as Competition Intensifies and Market Concentration Shifts
Oral care in South Korea shows moderate concentration, with LG H&H Co Ltd firmly maintaining its leadership position with share rising from 25% in 2020 to 28% in 2025. Procter & Gamble Korea remains the second-largest player, however, their share reflects a decline from 17% in 2020 to 13% in 2025.
Niche Functional Brands Gain Momentum through Targeted Innovation Strategies
Emerging companies are carving out success by focusing on specialised functional benefits and innovative marketing strategies. Brands like Haleon’s Sensodyne have reinforced their premium positioning in response to rising demand for sensitivity care, while Dong-A Pharmaceutical’s gumguard, has capitalised on the growing senior consumer segment with products addressing gum and periodontal health.
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Overview:
Understand the latest market trends and future growth opportunities for the Oral Care industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Oral Care industry in South Korea, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Oral Care in South Korea report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Oral Care in South Korea?
- Which are the leading brands in South Korea?
- How are products distributed in South Korea?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Oral Care in South Korea - Category analysis
Key Data Insights
Value-Led Growth and Lifestyle Positioning Drive Oral Care Expansion
Value-Led Growth and Lifestyle Positioning Drive Oral Care Expansion
Clean-Label Innovation Expands into Appliance Care as Natural Formulation Gains Ground
Lion Korea’S Clinica Brand Exemplifies Premium Innovation
Premium and Functional Innovation Set to Drive Steady Expansion
Toothpaste Expected to Remain Dominant While Mouth Freshners Lead Fastest Growth
Lg H&H Leads as Competition Intensifies and Market Concentration Shifts
Niche Functional Brands Gain Momentum through Targeted Innovation Strategies
Retail E-Commerce Overtakes Offline Channels to Lead Distribution in Oral Care
Beauty and Personal Care in South Korea - Industry Overview
Steady Expansion Driven by Skinification and Clean Reimagined
Key Data Insights
Steady Expansion Driven by Skinification and Clean Reimagined
Lifestyle-Driven Beauty Fuels Demand for Sensorial Everyday Products
Longevity Drives Demand for Clinic-Grade Home Treatments
Skin Care and Fragrances Set to Fuel Expansion through 2030
Mass Efficacy Expected to Shape Dynamic Consumer Micro-Segments
Brands Leverage Clinical Efficacy and Retail Innovation to Engage Discerning Consumers
Leading Korean Companies Leverage Strategic Channels to Sustain Dominance
Innovative Experiential Retail and Private Label Strategies Fuel Growth Opportunities
E-Commerce Leads Distribution as Offline Channels Evolve in Response
Country Reports Disclaimer
The following categories and subcategories are included:
Oral Care
- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Oral Care research and analysis database.
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